The Client Experience Glow-Up: How Surprise & Delights Can Elevate Your Brand
You’ve nailed your service. Your clients love what you do. But how do they feel when they work with you? Client experience is more than timely emails and ticking deliverables off a to-do list. It’s about all the moments in between - the thoughtful gestures, the unexpected “just because” surprises, and the kind of personalised touches that make your clients feel like VIPs, not just another invoice.
These days, every industry is ‘saturated’, so standing out isn’t just about what you do, it’s about how you make people feel while doing it.
So let’s dive into the strategy of creating a memorable client journey - complete with welcome gifts, surprise touch-points, and end-of-project sparkle.
Why Client Experience Matters More Than Ever
Your client experience is your brand’s reputation in action. From the first enquiry to the final handover (and everything in between), each interaction either builds trust… or breaks it.
When done well, a thoughtfully mapped client journey can:
Boost word-of-mouth referrals
Encourage repeat bookings or upgrades/upsells
Set clear expectations and boundaries
Build a sense of trust, care, and community
Create genuine connection in a digital-first world
Let’s be real: people might come to you for the service, but they’ll remember how you made them feel. That’s what keeps them coming back.
Stage One: The Welcome
First impressions matter. And the onboarding experience sets the tone for everything that follows.
Here are some tips on how to make it pop:
Branded Onboarding Guide: not just an email, but a clear, kind, and well-designed welcome guide can help your client feel confident and cared for. Include timelines, expectations, what to prep, and what’s coming next.
Client-First Onboarding Gift: this isn’t about promoting your business - it’s about celebrating your client. Think: a personalised notepad to jot down ideas during your project, a wellness goodie for their desk, or a coffee voucher paired with a message that says: “Take five - you’ve just made a great move.”
Video Welcome or Loom Intro: add a human touch by recording a short video to welcome them, talk through next steps, and show that there’s a real person behind the business name. This is a great way to stand out in the digital world we live in!
Stage Two: A Little Magic Mid-Journey
You’ve hit the middle of the project. Or maybe you’ve hit a pretty big milestone. The work’s flowing. The inbox is pinging. The momentum is real. This is the perfect time to add a little surprise and delight - something unexpected that reminds your client they’re more than just a task in your ClickUp or Notion boards!
Give these a go and take note of the responses you get:
Send a Midway Motivation Note: a small digital card with a “You’re doing amazing!” vibe or a quote that aligns with their goals.
Pop in a Treat: if the project has a longer timeline, send a mood-boosting gift full of their favourite goodies (remember, it’s about them, not you!).
Celebrate Micro-Wins Together: did they reach a milestone? Land a client because of your work? Hit publish on something they’ve been nervous about? Acknowledge it. It’ll mean the world to them.
Remember: you don’t need a huge budget. You need thoughtful timing and intentionality.
Stage Three: The Wrap-Up
The project’s done and you’ve delivered the goods. But don’t ghost your client post-hand-off!
Instead, consider any (or all) of these:
A ‘Congratulations’ Gift: a little something to acknowledge your client, a little “you did the thing!” treat - something to celebrate what you’ve both achieved during your time working together, or perhaps something relevant to their next step in business.
Feedback & Reflection: send a wrap-up form that feels less like admin, and more like, “Let’s reflect on what we created together.” It’s a great chance for your client to reflect on their time working with you, and will give you an insight into what your clients loved about having you be on their team.
Give them a bonus: offer a small surprise or template they didn’t expect - a checklist, a social-media caption starter, a how-to guide. A little something to show you go above and beyond, even after the invoice is paid (and the project is complete).
Here’s the thing to remember: creating standout client experiences doesn’t have to be overwhelming. You can build in these “wow moments” through systems and structure:
Use automations for onboarding emails
Create a template bank of your mid-project notes or check-ins
Batch your surprise and delight gifts so they’re ready to go
Add a feedback loop at the end of each project
The best touch-points are the ones that reflect your brand values. If you’re all about clarity, make sure your welcome process is seamless. If you’re all about fun? Let that sparkle come through in every surprise.
And if you’re not sure where to start, or maybe you’re too deep in client work to zoom out, that’s where mentoring with me at The Digital Standard comes in. We can work together to:
Map out your current client journey
Audit and improve your onboarding process
Brainstorm custom touch-points based on your brand
Set up simple, sustainable systems so you’re not reinventing the wheel every time
I’ll help you craft an experience that’s both memorable and manageable. Because your clients chose you. So by adding in surprise and delight moments, you're not just delivering a service - you’re building connection, trust, and joy. And that? That’s what leads to long-term growth, loyal clients, and referrals that come in with heart eyes.